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姓名 林志華(Lin Tzu Hua)  查詢紙本館藏   畢業系所 企業管理學系在職專班
論文名稱 印尼手機產業–夏普手機的機會與挑戰, 產品角度論述
(INDONESIAN SMARTPHONE INDUSTRY SHARP Chance and Challenges – A Product Perspective)
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摘要(中) 印度尼西亞智慧型手機市場在亞太地區是高度發展的重要區域,在智慧型手機的銷量上僅次於印度。 韓國廠商三星為印尼當地處於領導地位的廠商,2018年最新排名依序為OPPO、小米、 vivo以及華碩,印尼本土品牌則多半見於低價智慧型手機市場。 隨著當地經濟逐漸成長以及手機市場的普及,手機平均價格也漸漸的趨於上升。 印尼政府針對智慧型手機市場的新規範 – TKDN (本地化規範)也在這兩年對於印尼智慧型手機市場的成長產生了影響,以至於這兩年來印尼手機市場成長為停滯的狀況。但在未來兩年這個情況會因為廠商逐漸適應後會有相當的改善,預期市場會呈現高度成長。 

  夏普智慧型手機在2015年透過SHARP Aquos Chrystal 進入印尼市場,但是並未成功打入印尼市場。鴻海收購了夏普後於2017年重新進入印尼智慧型手機市場,以新的方針重新進入印尼市場。在第一年重返印尼市場的進程中,夏普手機發表了六款智慧型手機,分別為SHARP Z2, M1, R1, Pi, R1s 以及A2 Lite. 夏普手機的價格帶位於入門價位,最高價的手機不超過印尼盾3百萬,大約是美金212元。夏普憑藉自身於印尼的品牌知名度優勢,在品牌投入方面採取低限度的投入,在產品分銷上採取兩家當地代理商以分區的方式做銷售。 
  夏普智慧型手機產品在產品規格上以及品質上具有競爭優勢,但是夏普在作為一個智慧型手機廠商的市場知名度是不高的。相對於其他品牌的巨大市場投入,夏普手機遭遇了巨大的挑戰,夏普手機也淪為削價競爭作為應對的手段。夏普手機具有夏普作為家電品牌的優勢,因此需要利用此優勢做一個資源整合。夏普需要透過IOT(物聯網)與手機相結合創造一個生態。 本文探討的範疇為印尼整體手機產業概述並闡述夏普手機的機會與挑戰,以產品角度論述
關鍵字:夏普、印尼、智慧型手機、TKDN、鴻海
摘要(英) Indonesia is an emerging smartphone market in Asia-Pacific region, placing after India. The landscape is dominated by foreign brands. Samsung is the leading brand, followed by OPPO, XiaoMi (unofficial), vivo and ASUS. Local brands are visible only in the lower price segment. Devices visible in the field are getting more and more expensive as penetration improves and economy growing. Indonesian government enacted TKDN (Local Content Regulation) to boost local companies’ performance in related industries. TKDN affected the growth in the last two years, making it flat. For years to come steep growth is expected as brands have gotten used to the changes in regulations.
SHARP Smart Phone entered the market in 2015 with SHARP Aquos Crystal but found no success. In 2017, after acquired by Foxconn, SHARP Smart Phone re-entered the market under new direction. The first year in its second life SHARP released six models, SHARP Z2, M1, R1, Pi, R1s and A2 Lite. SHARP operates mainly in the entry level and mainstream 4G smartphone segment, with its costliest product falls under IDR 3 Million. SHARP Smart Phone is doing minimum branding effort believing in SHARP Electronics’ firm ground in the country. The distribution is entrusted to two local distributors with area division model.
SHARP’s smartphone products are competitive in the market specification and quality wise. Market awareness of the brand as smartphone manufacturer is minimal. Sales is overwhelmed by other brands with enormous marketing spending. Competition in the market is very harsh. SHARP’s main solution so far is aggressive price cuts. SHARP’s strength lies in its foundation as home appliance company and thus should integrate its smartphone business as one solution to the market. The IOT (Internet of Things) division should work together in creating SHARP ecosystem as it is the future of gadget electronics.
Keywords: SHARP, Indonesia, Smartphone, TKDN, Foxconn
關鍵字(中) ★ 夏普
★ 印尼
★ 智慧型手機
★ 鴻海
★ TKDN
關鍵字(英) ★ SHARP
★ Indonesia
★ Smartphone
★ TKDN
★ Foxconn
論文目次 Table of Contents
Abstract I
摘要 II
Table of Contents IV
List of Figures V
INTRODUCTION 1
1.1 Background 1
1.2 Scope of Study 1
1.3 Thesis Structure 2
1.4 Method 3
LITERATURE STUDY 4
2.1 Indonesia Smartphone Market 4
2.2 Competitor Brands 9
2.3 Market Trends 12
2.4 Tingkat Komponen Dalam Negeri (Local Content Regulation) 15
2.5 Market Leaders’ Practices in Indonesia 16
2.6 Consumer Behavior 17
2.7 SHARP Corporation 19
2.8 SHARP Smart Phone 20
2.9 SHARP Smart Phone Indonesia 22
ANALYSIS AND SUGGESTIONS 24
3.1 SHARP Brand Direction 24
3.2 SHARP Products’ Performance 26
3.3 Approach to Market Suggestions 37
CONCLUSION 40
References 42
Appendix 44
A. Latest Competitive Landscape 44
B. Most Sold Units per Price Range 47
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指導教授 洪俊德 審核日期 2018-7-16
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